It comes as no surprise that social media has become imperative in marketing efforts, especially for healthcare and health tech marketers. In fact, over half of healthcare marketers shared that they rely on social media to reach their desired audiences. Social media allows for companies to engage authentically in healthcare conversations taking place across various platforms.
While social media marketing can reap countless benefits, it is not guaranteed. As easily as it is to engage with consumers, it is just as easy to push them away. It’s for this reason that deeply understanding what works best on social platforms is imperative. Furthermore, these platforms are a constantly evolving space with new developments and focuses emerging every year.
With this in mind, here are social media “do’s and don’ts” for a successful marketing strategy in 2023.
Simply put, authenticity builds trust. Consumers are heavily in favor of brands who engage with them authentically. In an increasingly advertised world, consumers cannot escape streamlined ads in their life. Authentic social media marketing is a breath of fresh air for consumers. For healthcare marketers, social media provides an opportunity to communicate with audiences in a genuine manner, as opposed to daunting healthcare advertisements.
Employ the use of short video
Video instantly attracts your audience’s attention. Curating effective video content allows for viewers to gain a better understanding of your product or service, as reported by 94% of marketers. In the realm of healthcare, the concepts communicated can often be complex and difficult to understand. Employing the use of video will not only attract viewers, but effectively inform your targeted audience.
Continue social listening
Effective social listening on social platforms gives marketers the chance to understand the conversation surrounding their product, services, or other efforts. With the impending dismissal of third party cookies, this is an effective way to gain insights and data from your targeted consumers. In the world of healthcare, understanding the needs and preferences of your consumers builds a sense of trust. When the consumer's viewpoint is understood, healthcare marketers can provide the appropriate support.
Mistake of not utilizing user generated content
In short, user generated content is social proof. Many marketers, especially in the healthcare and health tech industry, steer away from UGC. Including positive experiences from previous patients or consumers encourages others to accept the offering. Providing personal testimonials across social media platforms diversifies your social media marketing offerings, not to mention a more cost-effective option. This is certainly an aspect that consumers will be looking for in 2023.
Avoid a ‘one size fits all’ strategy across platforms
In today’s age, there are a multitude of social media platforms. All of which are comprised of various user segments. Whether it be demographics, psychographics, or lifestyle preferences, different users are active on different platforms. Understanding what users are most active on a platform should warrant a different approach to social media marketing efforts. For healthcare marketers, it is important to understand that one strategy may not serve the same effectiveness cross-platform. The healthcare industry is so vast that a one size fits all approach is often ineffective.
The new year is quickly approaching, and many are beginning to establish their social media marketing objectives and goals. While these are just a few points for marketing success, they have the ability to completely transform your social media approach.